Omoda 9 vs Audi S8

What's the difference?

The arrival of Omoda and Jaecoo so soon after Chery’s Australian return just feels like a huge task to take on for the company. And given the amount of other new brands hitting local roads there is a real danger that customers will either feel overwhelmed or simply ignore many of these new models.

Trying to position Omoda as a genuine alternative to luxury brands, and even the likes of Mazda and Volkswagen, is a tough ask for the brand and its dealers. Certainly the price and styling will help attract potential buyers but to cement itself in the local market it will need to make sure it makes an impact early.

Judging the Omoda 9 on its merits, it’s a nice enough SUV and does many things well but doesn’t have any elements that really ensure it stands out from the numerous competitors it faces.

The S8's existence is a source of joy for me because it's not a huge SUV. Yes, it's a huge sedan but it's a reminder that the technological flagship is alive and well, at least in Germany. And the important thing about these cars is the way the toys filter down through the rest of the range. That used to take years but we're seeing this cool stuff a lot more quickly, right down to the A1.

The S8 punches, and punches hard in this rarefied part of an already shrunken section of the market - the twin-turbo V8 matches its German rivals, it's lighter and it's as well-stacked as any of the three. What it doesn't do, however, is shout about itself the way the other two do.  It's the incognito choice.

From a design perspective, the Omoda 9 certainly stands out as different from the Chery and Jaecoo range. It has a distinctive look that speaks to its ‘premium’ and ‘technology’ aspirations, both on the exterior and interior.

However, to this reviewer’s eyes, there are also quite clearly some visual similarities to the Cadillac Lyriq, both in the overall silhouette but also the details and cabin design. This isn’t unusual in the car industry, especially from Chinese brands. Jaecoo’s designers clearly took inspiration from Range Rover, so it makes sense that the Omoda would find an equivalent luxury brand to be inspired by. Or perhaps it’s just a coincidence…

The important thing is that it’s notably different to what Chery is offering with its Tiggo models, which form the core of its Australian line-up. Omoda needs to be distinct and more upmarket if it is to justify its price premium. On that front, the wider group has done a nice job of making each brand stand out visually.

Judging the interior of the Omoda 9 on its own, it's actually a very pleasant place to be. The level of design, fit and finish also feels like a big step up on what Chery offers, even if it does feel familiar. The materials don't feel truly premium, but given the price that's understandable and acceptable.

The sheetmetal is obviously very restrained given it's an Audi first, and secondly, it's just not done to go wild in this part of the market.

It's an A6 that's joined a gym, but didn't join that weird gym with men that can't run after you when you insult them (don't ask how I know this). Rolling on 21-inch wheels as standard, you can go up to massive 22s if you so choose.

The A8 created a subtle redirection of Audi's passenger car look, with the updated A4 and A6 both picking up on the horizontal bar between the rear lights and the huge grille framed by family lights with signature DRL patterns. The S8 builds on that with subtle S cues but nothing even vaguely shouty.

The interior acreage - or 'cabin', if you will - is very comfortable, but you already knew that. The multi-screen layout was first seen in the A8 and has now found its way into A7, Q8 and Q7 and is, as ever, brilliant to look at and use.

The MMI updates that have found their way into other cars are present and correct. Like the exterior, it's very restrained but not to the point of sparse minimalism, despite the lack of switches and buttons.

I really don't like the steering wheel, though, and I can't put my finger on why. It certainly isn't especially sporty-looking but I wonder if the standard flat-bottomed S wheel just looked stupid.

The materials are beautiful and everything fits together perfectly.

One of the standout features of the Omoda 9 is its size, measuring 4775mm long with a 2800mm wheelbase. That makes it longer in both measures than the likes of the Toyota RAV4 and Mazda CX-5, pushing it to the upper end of the ‘medium-sized’ SUV segment.

That liberates more space inside, with good room up front and a generous back seat, at least in terms of knee and foot room. The rear seats are compromised slightly by the large sunroof and sloping roofline, with headroom tight for anyone over 180cm.

Unfortunately, the space isn’t utilised as best as it can be, thanks to the lack of seat height adjustment for the driver. It’s not unique to Omoda and is becoming a common issue among Chinese-built cars for reasons I can’t explain. What it means is I couldn’t get the seat to a point I was 100 per cent happy with, which is a problem for what should be a very comfortable vehicle.

Omoda compensates for this with some clever technology, beyond just the pair of 12.3-inch screens (housed in a single setting, which again looks very similar to the Cadillac Lyriq), and the option of wired or wireless Apple CarPlay and Android Auto. 

The 14-speaker Sony sound system includes two speakers inside the driver’s headrest. This is a clever addition that allows you to take phone calls via these speakers only, so you don’t annoy the rest of the occupants in the car.

The other notable luxury element is the fragrance system, which can diffuse three different scents into the car. While the names are a bit hard to interpret (Natural, Cure and Sport), the fact you can choose from three different scents and have them gently fill the cabin is a nice luxury touch.

In terms of storage, there's plenty of small item spaces around the cabin and the boot measures a roomy 660 litres and offers a nice flat floor with a square load area. However, that comes at the expense of any sort of spare tyre, with a tyre repair kit located under the floor.

The cabin is clearly built with rear seat passengers in mind, with rear leg and headroom configured for those continent-crossing drives.

The S8 has plenty of comfort for two rear seat passengers and a few amusing options to while away the hours in traffic or on the autobahn.

That doesn't mean the front seat passengers are in purgatory, with huge but supportive seats adjustable in all conceivable directions.

Front and rear rows score a pair of cupholders and bottle holders while the boot is a handy, if not awe-inspiring, 505 litres.

For $260,000 there is a lot to get through, as there is on the less sporty A8. Start with huge 21-inch alloys, 17-speaker Bang & Olufsen stereo, panoramic sunroof, matrix LED headlights with laser lights, soft-close doors, acoustic glazing, leather trim, S front seats, extra leather over the A8, Alcantara headlining, carbon inlays, four-zone climate control, heated and cooled front seats, 'Virtual Cockpit' with S mode, and a tyre repair kit.

You also get active suspension, a sport version of the 'quattro' all-wheel drive system (with a sport differential), and a walloping great twin-turbo V8 to get you moving.

A massive touchscreen on the centre stack (familiar in Q8, A7 and Q7) hosts Audi's 'MMI plus' system, which is very good and does away with the console-mounted rotary controller. It also has wireless Apple CarPlay to go with the console-bin wireless charging pad. Android Auto is still USB. 'Audi Connect plus', now in full-featured glory, is also along for the ride.

Another technical highlight is the active noise cancelling which is meant to reduce the noise in the cabin the same way noise cancelling headphones do.

There's a clever rear seat remote control, which is a little detachable tablet to allow those who are being chauffered to faff around with various settings.

Our car had the $13,900 'Sensory Package', which adds a 1820-watt B&O 3D sound system with 23 speakers, electrically adjustable outer rear seats along with heating, cooling and massage function, and full leather.

The Super Hybrid System may sound fancy, but it’s effectively a plug-in hybrid powertrain, which is a technology that is becoming increasingly familiar to Australian drivers as it fills the gap between internal combustion and electric vehicles.

Omoda’s SHS system combines a 1.5-litre turbocharged petrol engine with three electric motors - two at the front, integrated into the transmission package and one at the rear - to create a potent SUV. This complex system can send power to either the front wheels or all four wheels via a three-speed ‘Dedicated Hybrid Transmission’.

Omoda claims the combined output of the Super Hybrid System is 395kW, allowing this family friendly SUV to sprint from 0-100km/h in just 4.9 seconds.

It’s backed up by a 34kWh battery, which allows for meaningful electric only range too.

Under that long bonnet is a 4.0-litre twin-turbo V8 pumping out 420kW and a diesel-like 800Nm of torque. 

That's a lot, even for this big bruiser. Obviously, being an Audi S-car, it has quattro all-wheel drive, which is fed by an eight-speed ZF automatic. Which is in everything now. Well, just about.

That huge torque figure is available between 2000rpm and 4500rpm while peak power arrives at 6000rpm. The 0-100km/h sprint is despatched in - gulp - 3.8 seconds.

As it's riding on the MLB platform, the mild hybrid system is a 48-volt set-up. A lithium-ion battery in the boot takes charge from the belt alternator/starter, which means the S8 can coast at higher speeds with the engine off and also cut out at 22km/h and under in traffic.

The system can also add up to 60Nm of torque in the right conditions for up to six seconds, and if it happened for me, I didn't notice it.

What gives Omoda some confidence to use the Super Hybrid System name is its claim that the battery allows the 9 to drive up to 145km (WLTP) on electric power alone, which is more than both a conventional hybrid and many existing PHEV models. For example, the Mitsubishi Outlander PHEV has an EV range of 84km and the Mazda CX-60 can make 76km.

Fuel economy is officially rated at 1.4L/100km, although that relies on using the battery to its maximum and once that is depleted, you can expect to see a much higher figure. Realistically somewhere around 5.0L/100km is what you should expect if you do mostly urban driving and anything below that is a good result.

Omoda claims that the Virtue SHS can drive up to 1100km, but that is theoretical and based on achieving both the full EV-only range and then the 1.4L/100km figure, which isn’t actually achievable in the real world.

The 10.5L/100km official figure is, shall we say, optimistic. The launch drive was mostly highway so there's no real information to be gleaned from that, so we'll have to wait for real world fuel figures.

I'd say 12-13L/100km is achievable if you don't like having fun, in which case, the lesser A8 is probably for you.

Audi says the MHEV system saves 0.8L/100km with an early cut-out for the stop-start and the ability to coast on the highway for over half a minute at a time.

While a generous level of standard equipment is one key measure of a luxury/premium vehicle, driving is another. For a vehicle to be truly premium it must have effortless performance, a comfortable yet controlled ride and confidence-inspiring handling.

This sets the bar quite high for the Omoda 9 and that makes it hard to really live up to the brand’s aspirations. 

From a performance perspective the SHS powertrain does a great job. Certainly 395kW means the SUV feels quick and easy to punch into gaps or call for a burst of acceleration. But the rest of the driving experience doesn’t really live up to the premium standard buyers might expect.

The ride is too busy most of the time, never feeling settled and often fussing over the bumps in the road. It lacks the smooth, relaxed ride that premium buyers are looking for.

The same is true for the handling, with the steering too light and vague off-centre and lacking feeling when you find yourself on the open road. 

The Omoda 9 is by no means a bad car to drive, but it does lack the precision and elevated comfort that genuine premium cars need to have. Perhaps with some local ride and handling optimisation it could get closer to what buyers in this part of the market expect.

Driving any of the cars in this segment is a rare treat, whether it's the 'entry level' diesel or this top of the heap sports sedan. My day with the S8 was filled with the usual surprise and delight that only these tech-packed cars can deliver.

Heading out of the Sydney CBD in 'Comfort' mode, the car scans the road ahead and adjusts the active suspension accordingly. You already know it has active suspension because when you pull the door handle, the car lifts by 50mm to make it a bit easier to get in.

The suspension's party trick is flat-topped speed bumps - drive at one, brake a little and sense the way the body feels like it stays exactly where it is in the air but the suspension almost completely flattens the speed hump.

It's uncanny and almost unnatural, with just the tiniest change in altitude and no noise from the suspension.

It also manages the terrible narrow lanes of CBD thoroughfares with ease, the lane keep system letting you know if you're straying.

On to the motorway and you get a feel for its crushing performance. You won't hear much, though - the stereo's noise-cancelling system shuts out almost all tyre noise and consistent wind noise is largely banished, too.

I'm going to admit I gasped when I found some corners. Active suspension bodes well for the tricky stuff, as does the all-wheel steering. Both are exceptionally clever systems for making the car feel a lot smaller in town and in car parks but they're also really good if you want some fun.

But the way the rear-wheel steer adds agility to such a big car is hilarious and clever. While you can't quite chuck it around - and really, you're not buying an A8-sized car for that kind of nonsense - brisk progress is far from intimidating.

Now, obviously, a Ford Fiesta would drive away from the S8 in the really tight stuff but it would take some time to properly shake it. The colossal torque from the V8 hurls even this two-tonne-plus limo out of the corners in a most satisfactory manner.

It's surprisingly agile for a machine more than five metres long and two metres wide. If your passengers are corner enthusiasts, you'll all be having fun in near silence. It's oddly engaging to be moving at pace in such a hushed cabin.

The S8's considerable safety equipment list includes nine airbags, ABS, stability and traction controls, forward AEB (up to 250km/h), reverse cross-traffic alert, lane departure warning, various collision mitigation and protection systems, exit warning, lane keep assist, active cruise control and on, and on, and on.

The rear seat's centre airbag is terribly clever, popping up between passengers to stop you knocking heads. Another clever trick is the way the car detects a side impact is about to happen, boosting the height of the side about to cop it to try and get the sills to take more of the impact, rather than the door.

Given the relatively niche status of the A8, let alone the S8, there is no ANCAP crash test or safety rating. One imagines given the ton of safety gear a five star rating is all but assured. Even the US IIHS gave the A8 a miss.

In a bid to give customers confidence to try a new brand Omoda is applying the Jaecoo ownership model, which means an eight-year warranty as well as eight years of capped-price servicing and roadside assistance.

Service intervals are every 15,000km or 12 months, whichever comes first and across the eight years you’ll be spending a total of $3343, which averages out to just over $418 per year.

The decision to offer such extended coverage is a commendable move from Omoda and will no doubt help its bid to convince customers to give it a chance.

Audi continues to fail to match Mercedes move to a five year warranty, sticking with three year/unlimited kilometre cover. BMW is still doing it too, so maybe Ingolstadt and Munich are playing chicken. 

You can get a five-year service plan for the S8, coming out at $3990 for the duration.